When using linear price, I kown that you can convert utilities to WTP by dividing the utilities by the linear price utility (one unique utility from price).

However, now with the summed price I get at least two utilities for price so I am not able to divide all utilities by one single coefficient (price utility) to get a monetary value.

Can somebody assist me on this issue?

Thanks!

For instance, if ACBC returned $10=2.39 and $30=-2.39, then we can compute the dollar change per utility point as (10-30)/(2.39-(-2.39)) = -20/4.78 = $4.18/utility. In other words, each utility point is worth $4.18.

For more information on interpreting WTP, see https://www.sawtoothsoftware.com/support/technical-papers/general-conjoint-analysis/assessing-the-monetary-value-of-attribute-levels-with-conjoint-analysis-warnings-and-suggestions-2001.